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Dettol Targeted Coupon July Cashback ClubCard Mailing Post-Campaign Report

Dettol Targeted Coupon July Cashback ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 150 000 ClubCard customers targeted utilising 5one’s targeting tool

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Dettol Targeted Coupon July Cashback ClubCard Mailing Post-Campaign Report

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  1. Dettol Targeted CouponJuly Cashback ClubCard MailingPost-Campaign Report

  2. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  3. Introduction • 150 000 ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 28 June 2010 – 30 July 2010 • Both Current and New customers targeted: • 75 000 Current shoppers • 75 000 New shoppers • Reward level constructed tested: • Buy any 3 Dettol Natural 100g Soaps and get R6 off • Control group of look alike customers measured over the campaign period

  4. The Mailing

  5. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  6. Targeted Coupon: Redemption Redemption: shoppers who bought featured product at the same time as handing in the coupon • Overall redemption rate is good 1% : (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) • Current offers generated good redemptions rates How many mailants shopped the promoted products?

  7. Targeted Coupon: Response Response: customers who bought featured product regardless of whether they handed in the coupon A more accurate metric for campaign success as the coupon acts as both a discount and marketing message. • Overall response rate is good: 1.42%(above 2% is ‘good’ for Current, above 1% for New) • Response rate amongst Current shoppers is good • New offer driving 427 new shoppers to the brand.

  8. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  9. Incremental Shoppers Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign. How many shoppers were incremental? • Overall the mailedgroup shopped at a substantially higher rate than control,resulting in a high percentage of incremental shoppers 79% 9

  10. Incremental Units How many more units were purchased? • Due to high response rate of customers more than 83% of total units purchased were incremental 10

  11. Incremental Sales How many more sales were achieved? • Total mailed sales of R11k wasachieved, with 59% sales being incremental 11

  12. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  13. Immediate Return On Investment What was the immediate ROI of the targeted coupon based on Incremental sales? • Overall ROI is negative: -81% 13

  14. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 1% (1,479 shoppers) • Response rate: 1.42% (2,126shoppers) • Highly successful at driving incremental behaviour: • Shoppers: 1,689 (79%) • Units: 3,828 (83%) • Sales: R6,578 (59%) • Overall campaign generated a poor immediate ROI -81% at a promoted product level

  16. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Test broader offer for new customers (less niched / fewer constraints) • In-depth analysis of what the Vital shopper looks like, how they shop across the range and what competitor products they are purchasing into

  17. Thank-you Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za Zakariya Patel – 5one Analyst Zakariya.Patel@5one.co.za

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